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Online Experimentation and A/B Testing


In this tutorial, we provide a quick introduction to online experimentation and A/B testing and give an overview of stats fundamentals needed to understand A/B testing. We then explain how A/B testing is done in an online business. We will conclude by mentioning some of the pitfalls that are common when running online experiments.

What you’ll learn

What is A/B Testing?

  • A/B testing on web traffic
  • A/B testing on newsletter and email
  • A/B testing vs. multivariate testing


Online Experimentation Fundamentals

  • Understanding the terminology: Control, treatment, factor, level, A/B, A/A
  • Null and alternate hypothesis; Type I and Type II error
  • Power and sample size selection; Confidence intervals
  • Metrics for evaluation and categories
  • Segmentation
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